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Fables, Fashions, and Facts About Advertising : a Study of 28 Enduring Myths.
John Philip Jones, bestselling author and internationally known advertising scholar, has written a textbook to help evaluate advertising "fables" and "fashions," and also to study the facts. He uses the latest trends and cutting-edge research to illustrate their occasional incomp...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Thousand Oaks :
SAGE Publications,
2003.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Why advertisers advertise
- Overpromise and underdelivery
- Added values
- "Why exactly am I spending all this money?"
- How many fish are there in the pool?
- The advertising imagination
- Bursting the dam wall
- Overspending and underspending
- Margins and how to slice into them
- Fishing in different parts of the pool
- Regularity and frequency
- The gatekeeper
- The main source of manufacturer's profit
- Looking before you leap
- Consumer perceptions and the cash register
- Wheels and their reinvention
- The global village
- The Cinderella of business
- Volcanoes and their extinction
- The expanding universe of information.